Three Reasons Why Less is More on the Outer
The outer envelope. Unexplored territory? A blank canvas? Not so fast. These days, “less copy on the outer often yields a better response,” states Todd Lerner, copywriter/designer and owner of Todd Lerner Advertising in Farmington Hills, Mich.
1. Less Makes It More … Personal
“If you’re trying to make it look more personal, you probably don’t put charts and graphs on the back [of the outer] because then it’s an immediate tip-off that you’re selling something,” says Pat Friesen, copywriter and owner of Pat Friesen & Company in Kansas City, Kan.
Because
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